High reliability nodes running mining pools and merchants have no need to serve BIP37 bloom filters. Implementing the unnamed NODE_BLOOM BIP will allow nodes to display their willingness (or not) to serve SPV clients in this manor, allowing BIP37 functions to be disabled protects from major denial of service problems. Not all nodes today support BIP37 and it is a hindrance that there is no signaling possible for it.
http://sourceforge.net/p/bitcoin/mailman/message/31298904/
The service identifier would need to be altered from the original specification by @petertodd as the specified bit has since been used by NODE_GETUTXOS in another client.